Final RFP LAG Digital Media Services - LAG-06908272026.pdf

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REQUEST FOR PROPOSALS

PROJECT NAME - Digital Marketing Services

Issue Date: 9/23/2026

Proposal Submission Due: 10/29/2026 2:00 PM

Designated Contact:

Tawanikka Smith

Director of Procurement

31-10 Thomson Avenue, Long Island City, NY 11101

ISSUED ON BEHALF OF LaGuardia Community College

Table of Contents

Part 1: Key Events and Dates; Designated Contacts; Proposal Due Location; Contract Term

Part 2: Proposer Qualifications and Requirements; and Diversity Participation Goals

Part 3: Project Objectives and Scope; Detailed Specifications and Deliverables and Certain Contract Specific Provisions

Part 4: Technical and Management Proposal Requirements (Proposal Volume II)

Part 5: Proposal Price Breakdown Pages (Proposal Volume III)

Part 6: Proposal Scoring Criteria and Weights

Part 7: Terms and Conditions of Contract

Part 8: Service Level Agreement (if applicable)

Part 9: Supplier Diversity Provisions

Part 10: Important Notices to Proposers

FORMS THAT MUST BE SUBMITTED WITH THE PROPOSAL

□ Form 1: Proper Information and Authorized Signature; Acceptance of Contract Terms; Proper Certifications;

Confidential Information; Signed RFP Addenda; and References

□ Form 2: Offeror’s Affirmation of Understanding of And Agreement pursuant to State Finance Law § 139-j(3) and § 139-j(6)(b)

□ Form 3: Offeror’s Disclosure of Prior Non-Responsibility Determinations and Certification of Compliance with

State Finance Law § 139-j and § 139-k

□ Form 4: Diversity Practices Questionnaire

□ Form 5: Supplier Diversity (M/WBE/SDVOB) Utilization Plan and/or Supplier Diversity (MWBE/SDVOB)

Request for Waiver Form. Also see Supplier Diversity Provisions in Part 9.

□ Form 6: RFP Checklist

FORMS THAT CUNY MAY REQUIRE FROM THE PRESUMPTIVE AWARDEE

If required by CUNY, the Presumptive Awardee selected as a result of this solicitation (the “Presumptive Awardee”) shall complete, sign, and submit the following forms and certifications as described in Section 2.3.5 through 2.3.12 of Part 10 of this RFP.

□ Form 7: Executive Law Article 15-A – Minority and Women-Owned Business Enterprises and Equal

Employment Opportunity Policy Statement

□ Form 8: Evidence in form and substance satisfactory to the University that the Contractor maintains workers’ compensation coverage and disability insurance coverage as required by the New York State

Workers’ Compensation Law, or is exempt from this requirement

□ Form 9: New York State Vendor Responsibility Questionnaire (NYS VendRep)

□ Form 10: New York City Vendor and Principal Questionnaire (NYC PASSPort)

FORMS THAT THE CONTRACTOR MUST SUBMIT UPON REQUEST BY CUNY BEFORE, DURING AND AFTER THE

PROPOSED CONTRACT TERM

□ Form 11: CUNY Substitute W-9 Form

□ Form 12: Workforce Utilization Report

□ Form 13: Supplier Diversity (MWBE/SDVOB) Quarterly Contractor Compliance & Payment Report

□ Form 14: State Consultant Services – Contractor’s Planned Employment (Consultant Disclosure Form A)

□ Form 15: State Consultant Services Contractor’s Annual Employment Report (Consultant Disclosure Form B)

□ Form 16: Tax Law §5-a, Form ST-220-CA – Contractor Certification (Contractor to send to the University)

□ Form 17: Tax Law §5-a, Form ST-220-TD – Contractor Certification (Contractor to send to the State)

□ Form 18: Certified Weekly Payroll Report

□ Form 19: Contractor’s Safety Protocols

Part 1: Key Events and Dates; Designated Contacts; Proposal Due Location; Contract Term

Key Events and Dates Action Date

CUNY issues RFP for Digital Marketing Services Wednesday, September 23, 2026

Procurement Lobbying Law Restrictions Begin Wednesday, September 23, 2026

Pre-Proposal Conference/Site-Visit* ☐ Mandatory ☐ Optional

N/A

Submission of Written Questions Due Date 1 Thursday, October 15, 2026, no later than 2 PM

Submission of Written Questions Due Date 2

Proposal Submission Due Date and Time Thursday, October 29, 2026, no later than 2 PM

*If the Pre-Proposal Conference is mandatory, a Proposer’s failure to attend will render their Proposal non-responsive.

Proposers are advised to read all sections of this RFP document carefully, with emphasis on all terms and conditions. By tendering a response to this solicitation, each Proposer agrees that it accepts all terms and conditions in the package without exception. If a Proposer requires clarification on, or seeks to propose an exception to, any of the terms and conditions contained in this RFP solicitation package, including to any of the terms and conditions to the form of contract in Part 7, then Proposer must make any and all such requests in writing as part of a submission of written questions prior to the Written Questions Due Dates listed above. Requests for revisions or exceptions will be evaluated on a case-by-case basis, and determinations will be published in an addendum to the RFP. Proposers are not to rely upon an exception agreed to for a prior contract award to govern the terms of this solicitation – all proposed exceptions must be introduced and incorporated via addendum issued specifically for this solicitation. A Proposer who submits requests for changes to the contract terms to the solicitation after the Written Questions Due Dates may result in the Proposer’s submittal being deemed non-responsive by the University and not considered for contract award. For the avoidance of doubt, the University will not consider any requests to revise the contract terms after the Proposal Submission Due Date, and the University will not consider any requests to revise the contract terms after tentative Contract Award.

CUNY reserves the right to amend any or all of the above dates and will issue such change in writing.

I. Designated Contact(s):

In compliance with the Procurement Lobbying Law, the individual(s) identified below are the Designated Contact(s) for this Request for Proposals solicitation (this “RFP”) and may be contacted for all inquiries regarding this solicitation:

The City University of New York LaGuardia Community College 31-10 Thomson Avenue, Long Island City, NY 11101

Attention: Tawanikka Smith

Email: pricequote@lagcc.cuny.edu

New York State Procurement Lobbying Law permits rejection of a Proposal if a Proposer has made any unauthorized contact during the Restricted Period (as defined in the Procurement Lobbying Law).

Multiple violations of procurement lobbying restrictions regarding permissible contacts may lead to a Proposer’s being debarred from participating in future New York State procurements.

II. Proposal Due Location:

LaGuardia Community College 31-10 Thomson Avenue, Long Island City, NY 11101, Room E-408

CUNY is not responsible for the delivery or submission of responses to this RFP (“Proposals”). Only Proposals that are sent, and accepted by the Designated Contact, shall be accepted. CUNY is not responsible for Proposals received after the deadline, regardless of the reason for lateness. On a case by case basis, CUNY may deem it acceptable for Proposals to be submitted via e-mail. In that instance, Proposals submitted via e-mail require scans of original (wet) signatures and notarizations to be considered a valid Proposal. Proposer must submit its Proposal (including any excel spreadsheets) clearly labeled with Proposer’s name and the RFP’s Project name via e-mail with three

(3) separate pdf attachments clearly named for Volume I (Forms), Volume II (Technical Proposal), and Volume III (Price Proposal).

III. Anticipated Number of Contracts

CUNY anticipates awarding up to one (1) contract as a result of this RFP (the “Contract”), which will be awarded, if at all, to the Proposer with the highest scoring Proposal (the “Contractor”) in accordance with the evaluation process outlined in Part 6 (such written determination by the University to a Proposer stating that the University has accepted a Proposal, a “Contract Award”). The University reserves the right to determine the maximum amount of the Contract, provided that the rate(s) payable for the Services shall not exceed the rates established in the Contractor’s Proposal Price Breakdown (Part 5 of this RFP).

IV. Anticipated Contract Term:

The Contract will have a term of two (2) years (the “Term”), subject to review and approval by the

Attorney General and the New York State or New York City Comptroller as applicable. CUNY estimates that the Term will commence on approximately October 1, 2026, however CUNY makes no representation that the Term will commence on or near that date.

V. Anticipated Contract Value

The College anticipates a total contract value not to exceed approximately $420,000 over the two-year contract term, inclusive of all fees, expenses, media management, and related services.

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Part 2: Proposer Qualifications and Requirements; and Diversity Participation Goals

Paragraph I: Minimum Proposer Qualifications [mandatory qualifications]:

LaGuardia Community College (the “College”), located in Long Island City, Queens, serves over 27,000 students in pre-college, degree-seeking, and continuing education programs each year across fifty-seven associate degree and certificate programs, as well as over sixty Adult and Continuing Education (ACE) programs/services. Founded in 1971, the college has offered access and opportunities for New Yorkers to earn credentials and training to transfer to senior colleges and find rewarding, sustainable wage jobs and careers. LaGuardia is one of seven community colleges within the City University of New York (“CUNY” or the “University”), and reflects the legacy of our namesake, Fiorello H.

LaGuardia, the former NYC mayor beloved for his advocacy of the underserved. LaGuardia is accredited by Middle States Commission on Higher Education and is proudly a Minority Serving Institution holding designations as a Hispanic-Serving Institution, Asian American and Native American Pacific Islander Serving Institution, and meets the requirements to be part of the Minority Science and Engineering Improvement Program.

CUNY, on behalf of the College, is seeking proposals from qualified digital marketing firms to provide comprehensive marketing and advertising services as described in Part 3 below (the “Project”) that will enhance brand awareness, increase engagement with prospective and current students, and support institutional enrollment and outreach objectives. The selected vendor will be expected to develop and implement strategic, data-driven marketing campaigns across digital channels, leveraging industry best practices, audience analytics, and performance metrics to maximize reach and return on investment. The College seeks a collaborative partner capable of delivering innovative solutions, measurable results, and ongoing strategic guidance to support its evolving marketing goals.

To be considered for Contract Award, the Proposer and any subcontractor(s) must meet the following minimum qualifications:

a. The Proposer shall have at least four (4) years of experience delivering services similar in size, scope, and complexity to those contemplated by this solicitation. Experience supporting community colleges and serving urban demographics, preferably within New York City, is strongly preferred.

b. Proposer must have a verifiable operating history of at least three years with at least 5 clients whose focus is higher education and/or community engagement.

c. Experience developing and managing multilingual and multicultural marketing campaigns targeting diverse audiences.

Proposer’s subcontractors must also possess appropriate qualifications and an acceptable level of experience, as determined by CUNY in its sole discretion.

Paragraph II: Non-Mandatory Proposer Qualifications:

The College will give preference to agencies that demonstrate:

Significant experience supporting student recruitment initiatives for community colleges and public higher education institutions.

Extensive knowledge of the New York City metropolitan market and its diverse student populations.

Proven expertise with Slate Customer Relationship Management (CRM) integration, implementation, reporting, and lead management workflows.

Strong understanding of community college enrollment marketing best practices and data-driven recruitment strategies.

Ability to provide strategic consultation, creative services, media planning, and performance analytics through an integrated approach.

Paragraph III: Supplier Diversity Participation Goals

CUNY has established a 30% participation goal (based on the current availability of qualified MWBEs) in the aggregate for New York State certified Minority-Owned Business Enterprise ("MBE") and Women-Owned

Business Enterprises ("WBE", and, together with MBE, "MWBEs") and a 6% participation goal (based on the current availability of qualified SDVOBs) for New York State certified Service-Disabled Veteran-Owned

Businesses ("SDVOB"), to be part of the proposed team to provide the Services as subcontractor(s) or suppliers (the "Subcontractor(s)"). The Contractor shall be required to use good faith efforts to meet these participation goals.

Proposers may identify potential MWBE Subcontractor(s) by, among other means, referencing the directory of New York State certified MWBEs found at the following internet address:

https://ny.newnycontracts.com/

Proposers may identify potential SDVOB Subcontractor(s) by, among other means, referencing the list of

New York State certified SDVOBs found at the following internet address: https://ogs.ny.gov/veterans.

As part of the proposer's response, a Supplier Diversity — MWBE/SDVOB Utilization Plan or a Request for Waiver form that is accompanied by supporting documentation must be submitted in order for the proposal to be considered responsive. The selected Contractor will be required to complete a Quarterly Contractor Compliance & Payment Report accompanied by proof of payment to MWBE/SDVOB Subcontractor(s), in such format as shall be required by CUNY on a quarterly basis during the term of the contract. Sample CUNY Supplier Diversity forms and reports may be found at https://www1.cuny.edu/sites/selltocuny/.

Part 3: Project Objectives and Scope; Detailed Specifications and Deliverables;

and Contract-Specific Provisions

3. Project Objectives and Scope:

The selected Digital Marketing Agency will provide comprehensive student recruitment marketing services to support enrollment goals and increase awareness of the College among prospective students throughout New York City and surrounding markets (the “Services”). The Services shall include strategic planning, campaign development and execution, creative production, CRM integration, reporting, and post-campaign evaluation.

3.1 Detailed Specifications and Deliverables:

Strategic Planning and Audience Development

Develop a comprehensive digital marketing strategy aligned with the College’s enrollment and recruitment objectives.

Conduct market research and audience analysis to identify opportunities for growth among prospective students, adult learners, transfer students, continuing education students, and other target populations.

Demonstrate a strong understanding of community college recruitment challenges and opportunities, including experience working with public higher education institutions.

Provide recommendations based on knowledge of the New York City market, including demographic, geographic, cultural, and socioeconomic trends that influence student enrollment decisions.

Campaign Management and Execution

Plan, launch, manage, and optimize multi-channel digital advertising campaigns, including but not limited to search engine marketing, display advertising, paid social media, video advertising, programmatic advertising, and emerging digital platforms.

Dashboard Management & Reporting: Develop, maintain, and optimize a centralized marketing dashboard that provides real-time visibility into campaign performance, lead generation, conversions, website traffic, engagement, spend, and ROI.

Develop audience segmentation strategies to effectively reach diverse student populations.

Implement global strategy for international students’ recruitment Continuously monitor campaign performance and adjust tactics to maximize return on investment, lead generation, and enrollment outcomes.

Creative Development and Content Support

Create and adapt digital marketing assets, including advertisements, videos, landing page content, social media creative, and other recruitment-focused materials.

Ensure all creative assets reflect the College’s brand standards, messaging, and accessibility requirements.

Develop culturally responsive and inclusive content that resonates with New York City's diverse communities.

Provide multilingual marketing support and demonstrate experience developing campaigns for audiences with varying linguistic and cultural backgrounds.

CRM Integration and Lead Management

Demonstrate experience integrating digital marketing campaigns with higher education customer relationship management systems, with preference given to agencies with proven experience using the Slate CRM platform.

Establish lead capture, tracking, and nurturing workflows that support prospective student engagement and enrollment conversion.

Coordinate with College staff to ensure accurate data flow between advertising platforms, landing pages, and CRM systems.

Support implementation of tracking mechanisms and attribution models to measure recruitment effectiveness.

Provide to the College on an agreed upon schedule, performance reports detailing campaign metrics, lead generation outcomes, audience engagement, conversion rates, and enrollment-related results.

Deliver actionable insights and recommendations for campaign improvement and optimization.

Present findings to College stakeholders through scheduled review meetings and performance summaries.

Maintain transparency regarding media spending, campaign performance, and optimization strategies.

Final Evaluation and Strategic Recommendations

Conduct a comprehensive post-campaign evaluation measuring performance against established recruitment goals and key performance indicators.

Analyze enrollment impact, lead quality, audience engagement, and return on marketing investment.

Provide a final report summarizing campaign outcomes, lessons learned, and recommendations for future recruitment efforts.

Present a strategic roadmap for continued student recruitment and enrollment growth.

3.2 Contractor Responsibilities – General

3.2.1 Subcontracting.

Contractor shall not subcontract any part or the entire Contract without the prior written consent of CUNY, which may be withheld, conditioned or rescinded at CUNY’s sole and absolute discretion. CUNY may request information concerning the qualifications and experience of the proposed subcontractor, and Contractor shall provide such information promptly upon CUNY’s request. CUNY reserves the right to require that any previously approved subcontractor be removed from the Project, and Contractor shall remove any such subcontractor following notice from CUNY by the deadline specified by CUNY in such notice.

3.2.2 Project Team

3.2.2.1 Contractor shall provide documentation with respect to all proposed initial and replacement Key Team Members of the Contractor Project Team showing that these individuals meet the qualifications required to perform the Services. For the purposes of this effort, “Contractor Project Team” is defined as Digital Marketing Team, and “Key Team Members” are defined as Digital Marketing Team Members.

3.2.2.2 All designated individuals and their replacements, if any, of the Contractor Project Team and Key Team Members are subject to CUNY’s prior written approval.

3.2.2.3 Contractor shall make best efforts to maintain continuity of the Contractor Project Team and Key Team Members. Contractor shall notify CUNY in writing prior to any replacement of Key Team Members. CUNY reserves the right to approve or reject any employees proposed to replace Contractor Project Team employees.

3.2.2.4 Contractor shall designate a senior manager of Contractor as the Contract project manager for this project (“Senior Manager”). The Senior Manager shall:

a. maintain control over the work duties, schedule, and performance of the Contractor Project Team and serve as principal liaison between CUNY and Contractor for purposes of administration of the Contract;

b. be employed by the Contractor; and

c. have full decision-making authority on behalf of Contractor and the authority to obligate Contractor.

3.2.2.5 For a mid-term change of Senior Manager, or during the absence of the Senior Manager, for any reason, Contractor shall promptly provide a detailed continuity plan for CUNY’s review and shall obtain prior written approval for same.

3.2.2.6 Contractor shall ensure that CUNY shall have access at all times to an individual with full authority to make decisions on behalf of Contractor. Nothing in this section shall be deemed to preclude CUNY from discussing any matters relating to Contract with any other members of Contractor’s organization.

3.2.3 Communications

Contractor shall obtain CUNY’s prior written approval before Contractor, or any of its officers, employees, agents or subcontractor(s), makes any statement to the press or issues any communication or publication concerning, or related to, the Project.

3.2.4 Document Delivery

3.2.4.1 Contractor shall provide all draft versions of the Deliverables (as described below) to CUNY in sufficient time for CUNY review, including time to make modifications and to provide final approval.

3.2.4.2 Contractor shall transmit each Deliverable to CUNY with a dated and signed transmittal letter.

3.2.5 Return of CUNY Information at Termination

Within ten (10) calendar days of termination of Services for any reason, Contractor shall, with respect to all CUNY documents and data, in whatever media, whether originally provided or created during performance of the Services:

a. return them to CUNY; and

b. destroy data and provide independent certification of destruction of all copies.

3.2.6 Invoices

3.2.6.1 Contractor shall submit invoices to College’s Accounts Payable Department at a time interval and in a format approved by College.

3.2.6.2 Contractor shall provide sufficient and appropriate documentation with invoices. CUNY reserves the right to request additional information at any time.

3.2.6.3 Contractor acknowledges and agrees that CUNY will pay Contractor only upon acceptance of properly prepared invoices with sufficient supporting documentation.

3.2.6.4 CUNY will not pay Contractor for work performed beyond the scope of this Project or for any change order not duly authorized.

3.2.6.5 Report preparation, including editing, printing and delivery to the University and Colleges shall be the sole responsibility of the Contractor and shall not be reimbursable as a direct cost. If unusual circumstances are encountered that make it necessary for the Contractor to do additional work, Contractor shall report such conditions to College and the Related Entities. No additional work may be performed unless authorized by CUNY in writing in advance.

3.2.7 Miscellaneous

3.2.7.1 Note: College will identify a Contract manager to act as the liaison with the Contractor.

College will provide Contractor with College holiday schedules.

3.2.7.2 Contractor acknowledges and agrees that College will not provide clerical support.

3.2.7.3 Contractor acknowledges and agrees that Contractor will not be provided computer time or the use of computer hardware and software.

3.2.7.4 Before performing any work under the Contract, Contractor shall procure and maintain with companies satisfactory to CUNY, the types of insurance in the amounts outlined in Part 7.

Contractor shall maintain said insurance during the term of the Contract up and to the date of the final acceptance of the work, or termination of the Contract, whichever occurs later.

Part 4: Technical and Management Proposal Requirements (Proposal Volume II)

Proposer shall provide a brief history and description of: Proposer’s business organization (with copies of organizational documents); its expertise and experience as it relates to the requirements discussed in the scope of work and specifications described in Part 3; its understanding of and approach to the Project; its process and timeline for rendering the Services; and plans for maintenance and support, to the extent applicable. The information should not exceed 10 pages and should include, but not be limited to:

Proposer’s Background:

• Proposer’s name and address and, if applicable, EIN. Also indicate the type of entity, for example, a corporation, partnership, or public organization.

• Name and title, address, email and telephone number of the person who receives correspondence and is authorized to make decisions or represent the Proposer. If these persons are different, include information for both.

• Total number of years Proposer has been in its current business.

• Brief history of Proposer’s operations to date, noting key milestones, challenges and successes, along with a statement and analysis of Proposer’s organization going forward, including its goals, strategic outlook, projected growth, etc.

• Documentation of Proposer’s organizational structure.

Proposer’s Experience:

• Number of years Proposer has been providing the Services required by this RFP and description of operations, facilities and number of employees dedicated to the development of the Services required by this RFP.

• Biography and/or resumé for each Key Team Member, including personnel who would have direct contact with or provide services to the University. Indicate the roles they would play and describe their experience in performing the Services. For each, please include length of tenure with Proposer’s organization.

• Number of current customers using the Services solicited as part of this RFP; identify how many of such customers are higher education institutions.

• Proposed staffing plan for rendering the Services required by this RFP (including if plan to use any former CUNY employees triggering JCOPE filing requirement)

• List of higher education clients.

Understanding and Approach to Rendering the Services; Schedule for Implementation:

• Describe Proposer’s understanding of the overall goals and requirements of the Project.

• Describe Proposer’s approach to meeting the goals and requirements of the Project.

• Describe the basis and evidence supporting Proposer’s ability to provide the Services required by this Contract.

• Describe the process and timeline for rendering the Services (including, as relevant, implementation, end-user training and operationalizing any systems).

Part 5: Proposal Price Breakdown Pages (Proposal Volume III)

Each Proposer shall provide a fixed annual price for all Services described in the Scope of Work, including, but not limited to Strategic Planning and Audience Development, Campaign Management and Execution, Creative Development and Content Support, CRM Integration and Lead Management Final Evaluation and Strategic Recommendations.

Proposers must complete ALL line items in order for the Proposal Price to be deemed responsive. Failure to do so will result in the rejection of the Proposal. Please note that the Proposal Price is the figure that CUNY will review to compare the Proposers’ offered pricing; the Proposal Price is not the same as the Contract price and is not a guaranteed payment to the Contractor. The Contractor, if any, will be paid on the basis of Services rendered in accordance with CUNY’s needs for the Services.

Each line must show either a dollar amount or “$0.00.” Prices must be inclusive of all related costs.

Write Proposal Price in Words: _____________________________________________________dollars.

The Proposer offering the lowest Proposal Price will receive a total of thirty (30) points, and higher Proposal Prices will receive proportionately fewer points. The Contract Award, if any, will be determined by the University in its sole discretion.

Item Price

Year 1 – Startup Costs $

Year 1 – Fixed Annual Price $

Year 2 – Fixed Annual Price $

Proposal Price (the sum of Startup Costs and Years 1 & 2 Fixed Annual Prices)

Part 6: Proposal Scoring Criteria and Weights

Step 1: Administrative Review

CUNY will conduct an administrative review of each Proposal to ensure that all content has been submitted in accordance with this RFP (including a completed Form 1 signed by an authorized representative of Proposer and completed Forms 2 and 3) and that Proposers meet the Minimum

Qualifications set forth in this RFP. Proposals that do not include all required content will be deemed non-responsive and will not be granted any further consideration, unless CUNY deems such omissions non-material. Proposers are not permitted to alter or amend their Proposals after the Proposal

Submission Due Date and Time. After a firm has been identified for award, all Proposers will be notified.

Step 2: Scoring of Diversity Practices Questionnaire (5 Points)

Upon completion of its Administrative Review above, the University’s/College’s Procurement

Department will score the Diversity Practices Questionnaire. The Diversity Practices Questionnaire will be scored on the points system as indicated on the questionnaire. The total score received for each

Diversity Practices Questionnaire will be proportionally converted for a maximum of up to five (5) points. The scores for Proposers’ Diversity Practices Questionnaires will not be disclosed to CUNY’s

Technical Evaluation Committee (“Committee”) prior to their completion of their evaluation and scoring of Proposers’ Technical Proposals.

Step 3: Scoring of Volume II: Technical and Management Proposal (60 Points)

Members of the Committee will preliminarily score each Technical Proposal individually and then meet as a group to discuss and give final scores to the Technical Proposals. The preliminary Technical Score for each Proposal will consist of the sum of the scores given to the Technical Proposal by each of the

Committee members, divided by the number of Committee members with a maximum score indicated in this section, and will be provided to the University’s or College’s Procurement Office. Then the members of the Committee will meet as a group to discuss the Technical and Management Proposals.

After such group discussion, the Committee members will provide their individual final Technical Scores, which may or may not be the same as their preliminary Technical Scores, to the Procurement Office.

Proposers that are deemed not technically qualified will not be moved forward for further evaluation.

Step 4: Scoring of Volume III: Proposal Price Breakdown (25 Points)

The University’s/College’s Procurement Department will score the Proposal Price Breakdowns. Only the

University or College Procurement Office will be privy to pricing information until the Committee members have completed and submitted all final scoring, including for Technical and Management

Proposals and for the Oral Presentations and Product Demonstrations (if applicable) for the RFP. The

Proposer with the lowest Proposal Price will receive a total of twenty-five (25) points, and higher

Proposal Prices will receive proportionately fewer points.

Step 5: Short-Listing Proposers

The University’s or College’s Procurement Office will add the Diversity Practices Questionnaire Score, the Technical Score and the Proposal Price Score to calculate each Proposer’s Initial Score. Initial Scores will be used to create a short-list of proposers. The University’s or College’s Procurement Office will inform the Committee members of the total scores of the Proposals. Short-Listed Proposers for this solicitation will consist of the three Proposers with the highest Initial Scores and any Proposers that are within ten (10) points of the highest score.

Step 6: Oral Presentation and Product Demonstration for Short-Listed Proposers, if required (10 points)

The Short-Listed Proposers shall provide an Oral Presentation to the Committee in the form and manner requested by CUNY. The Committee will evaluate a Short-Listed Proposer’s Oral Presentation and award a score with a maximum of ten (10) points based on the following:

• Product meets the requirements stated in the RFP

• The capabilities of the Proposer’s staff that will lead the engagement

• Discussion on examples of previous projects of a similar nature and resulting outcome

• Ability to answer questions regarding their proposal

Step 7: Calculation of Short-Listed Proposers’ Final Proposal Score

The Final Proposal Score is the sum of the Short-Listed Proposer’s Diversity Practices Questionnaire, Technical, Price and Oral Presentation (if required) Scores for a possible maximum Final Proposal Score of one hundred (100) points.

CUNY reserves the right to request Best and Final Offers (“BAFOs”) from those Proposals receiving an

Oral Presentation, solely with respect to price. Should CUNY exercise this right, CUNY will request a

BAFO from each Short-Listed Proposer. A Proposer’s BAFO must be a lower price than the initial

Proposal Price. The price score for the Short-Listed Proposers will be adjusted accordingly to determine each Proposer’s final score.

Step 8: Selection of Proposer

The Proposer with the highest Total Proposal Score, as calculated above, for a maximum of 100 points may be recommended by the Committee to the University for Contract Award, if at all.

Table 1 Proposal Scoring Criteria and Weights

Title Scoring Method

Item Weight

Section Score

Points out of

Minimum Proposer Requirements

(See Part 2-Paragraph I)

Pass/Fail N/A

Diversity Practices

Questionnaire

Scored 5

Technical and Management Proposal

Scored 60 (Breakdown below)

Proposer’s Background 10

Proposer’s Experience 10

Understanding and Approach to Rendering Services; Schedule for Implementation

References 5

Deliverables: Strategic Planning and Audience Development, Campaign Management and Execution, Creative Development and Content Support, Final Evaluation and Strategic Recommendations CRM Integration and Lead Management, Reporting, Analytics, and Optimization

Proposal Price Scored 25

Oral Presentation /Product Demonstration by Short-Listed Proposers, if required

Scored 10

Total Proposal Score Possible Score

Part 7: Terms and Conditions of Contract

[See attached].

CONTRACT SIGNATURE PAGE

This Professional Services Agreement (“Agreement” or “Contract”) is entered into as of the last date signed below (“Effective Date”), by and between The City University of New York (“University or “CUNY”), on behalf of LaGuardia Community College, located at 31-10 Thomson Ave, Long Island City, NY 11101 (“College”), and [___________________], located at ______________ (“Contractor”).

1. The University engages Contractor to provide, and Contractor agrees to perform the services described in the Scope of Work included as Part 3 of the Request for Proposals to which this document is attached and which is incorporated herein (together with all addenda thereto, the “RFP”), and to provide all necessary staff support and administrative services connected therewith, in accordance with the terms and conditions hereunder (collectively, the “Services”).

2. The term of this Contract shall commence on ____________ (the “Effective Date”). The

Contract will have a term of two (2) years from the Effective Date (the “Term”). This Contract shall not be deemed executed and binding unless and until it has been approved by the New York State Attorney General’s Office and the Office of the City Comptroller.

3. The Contractor shall receive up to ___________________ dollars ($________) during the

Term, to be paid in accordance with the terms herein for providing the Services. The University shall not be required to pay Contractor under this Contract any sums in excess of that amount unless and until such amount shall have been increased by an amendment to the Contract, or a renewal of the Contract, and approval by the New York State Attorney General’s Office and the Office of the New York City Comptroller. Payment for any Additional Terms shall be in accordance with the Contractor’s Proposal Price and with the terms of this Contract.

IN WITNESS WHEREOF, the parties hereto, by their duly authorized representatives, have executed this Agreement as of the last day signed below. This Agreement shall have no force and effect and the State bears no liability for this Agreement unless this Agreement is approved by the New York City Office of the Comptroller or the pertinent pre-audit review period has elapsed.

Approved as to Form:

Office of the General Counsel The City University of New York

By: _________________________

Date: ____________

THE CITY UNIVERSITY OF NEW YORK

By: __________________________________ Derek Davis General Counsel and Senior Vice Chancellor of Legal Affairs

Date: _________________________________

Instruction to Contractor:

Sign in the presence of a notary; have Certificate of Acknowledgment (next page) completed and signed.

[CONTRACTOR NAME]

EIN:

By: _________________________________ (signature of authorized representative) Name: ____________________________ (print name of authorized representative) Title: ____________________________ (print title of authorized representative) Date: _________________________________

Approved as to Form

NEW YORK STATE ATTORNEY

GENERAL

Approved

NEW YORK CITY COMPTROLLER

CERTIFICATE OF ACKNOWLEDGMENT OF THE CONTRACTOR – INDIVIDUAL, CORPORATION,

PARTNERSHIP, or LIMITED LIABILITY COMPANY:

STATE OF )

) ss:

COUNTY OF )

On the ___ day of ______________in the year 2026, before me, the undersigned, ________________________________, personally known to me or proved to me on the basis of satisfactory evidence to be the individual whose name is subscribed to the within instrument and acknowledged to me that such individual executed the same in their capacity, and that by their signature on the instrument, the individual, or the person upon behalf of which the individual acted, executed the instrument; and further that.

[Mark an X in the appropriate box and complete the accompanying statement.] o (If an individual): the individual executed the foregoing instrument in their name and on their own behalf.

o (If a corporation): the individual is the_________________________________________ of ______________________, the corporation described in said instrument; that, by authority of the Board of Directors of said corporation, such individual is authorized to execute the foregoing instrument on behalf of the corporation for purposes set forth therein; and that, pursuant to that authority, such individual executed the foregoing instrument in the name of and on behalf of said corporation as the act and deed of said corporation.

o (If a partnership): the individual is the__________________________________________ of ______________________, the partnership described in said instrument; that, by the terms of said partnership, such individual is authorized to execute the foregoing instrument on behalf of the partnership for purposes set forth therein; and that, pursuant to that authority, such individual executed the foregoing instrument in the name of and on behalf of said partnership as the act and deed of said partnership.

o (If a limited liability company): the individual is a duly authorized member of __________ LLC, the limited liability company described in said instrument; that such individual is authorized to execute the foregoing instrument on behalf of the limited liability company for purposes set forth therein; and that, pursuant to that authority, such individual executed the foregoing instrument in the name of and on behalf of said limited liability company as the act and deed of said limited liability company.

Notary Stamp

Notary Public or Commissioner of Deeds Registration No.

Terms and Conditions of Contract

1. CONFLICT OF TERMS

Unless otherwise set forth in this Agreement, conflicts among documents shall be resolved in the following order of precedence:

a. Appendix A – Standard Clauses for New York State Contracts (June 2023 version)

b. Appendix C – Artificial Intelligence Clauses for New York State Contracts

c. These Terms and Conditions of this Contract

d. RFP Part 3: Scope of Work

e. Other exhibits, attachments, and appendices attached hereto and incorporated herein, including the remainder of the RFP;

f. The Contractor’s Proposal;

g. The Purchase Order (if any).

2. DEFINITIONS

Terms used in these terms and conditions shall have the following meanings:

Agreement - this Agreement, including the Contract Signature Page, the Scope of Work, Appendix A

(Standard Clauses for New York State Contracts), Appendix C (Artificial Intelligence Clauses for New York State Contracts), the Terms and Conditions, and all other exhibits, attachments and appendices attached hereto and incorporated herein.

"approved", "directed", "required", "specified" - unless specifically stated otherwise, mean approved, directed, required, or specified, as the case may be, by the University.

Business Days - Mondays through Fridays, excluding holidays on which the University is closed.

City - City of New York.

College - an educational unit of the University; may be referred to as the University.

Comptroller - Comptroller of the State of New York or the City of New York, as applicable.

Contract - this Contract, including the Contract Signature Page, the Scope of Work, Appendix A (Standard

Clauses for New York State Contracts), Appendix C (Artificial Intelligence Clauses for New York State Contracts), the Terms and Conditions, and all other exhibits, attachments and appendices attached hereto and incorporated herein.

Contract Price - price for which Contractor will deliver the Goods and perform the Services, as set forth in the Contract Signature Page and Scope of Work.

Contract Signature Page - one or more pages that precede the Scope of Work and include the signatures of authorized representatives of the University and Contractor and any necessary approvals of the State and the City.

Contractor - the individual or other legal entity (including but not limited to sole proprietor, partnership, limited liability corporation, firm or corporation) to which the University has awarded, or with which the University has entered into, this Contract, as specifically identified in the Contract Signature Page.

Goods - the goods, supplies, materials, equipment, or processes to be furnished to the University under this Contract.

Laws - all laws, regulations, rules, orders, requirements, and the like, of federal, state, and local governments, courts, governmental authorities, legislative bodies, boards, agencies, commissions, and the like.

Product(s) - deliverable(s) under this Contract, which may include goods, commodities, services and/or technology.

Proprietary - protected by secrecy, patent, copyright or trademark against commercial competition.

Purchase Order - the form that is used by the University when making a purchase or acquisition with a contractor.

Scope of Work - the description of the Goods to be furnished and/or the Services to be performed under this

Contract, contained in Part 3 of this RFP.

Service(s) - performance of a task or tasks to be performed under this Contract.

Site - physical area where the Goods are to be furnished and the Services are to be performed and where

Contractor may provide Work under this Contract.

Solution – the software product or platform to be delivered by the Contractor as part of the Services, pursuant to the Scope of Work and Specifications of Part 3 of this RFP.

State - State of New York.

University - The City University of New York Work - the Goods to be furnished and the Services to be performed pursuant to this Contract, including the tasks set forth in any statements of work.

Workers - all employees, representatives, subcontractors or agents of Contractor performing the Services under this Contract.

3. TERM

a. The time of completion of this Contract shall as be set forth in the RFP.

b. Time is a material term of Contractor’s performance of the Work; without limiting the generality of the foregoing, Contractor shall complete the Work by the final date specified in this Contract and shall complete the corresponding portion of such Work by every interim date, if any, specified in the Scope of Work.

c. Acceptance of any Work after the time fixed to deliver the same shall not be deemed a waiver of any rights by the University.

4. SCOPE CHANGES

The University reserves the right, unilaterally, to require, by written order, changes by altering, adding to or deducting from the Scope of Work, solely with respect to professional services, if any are required under this Contract, (not subscription services or any non-customizable aspects of the Solution). The University may make an equitable adjustment in the Contract Price or delivery date if the change affects the price or time of performance. Such equitable adjustments require the consent of Contractor, which consent shall not be unreasonably withheld.

5. CONTRACTOR PERFORMANCE

a. Contractor shall perform the Work for the Contract Price.

b. Contractor shall perform the Work within the time specified in the Scope of Work.

c. Contractor shall perform the Work at the direction of the University and in a manner that will ensure the safety of the University community.

d. Contractor shall perform the Work subject to all Laws. Contractor shall deliver all required licenses, permits, plans and certificates to the University before commencement of the Work.

e. Contractor acknowledges and represents that it has carefully examined the Site(s), as may be applicable to the Work. Contractor shall be presumed conclusively to have full knowledge of any and all conditions on, about, above, or below the Site relating to, or affecting in any way, the Work that were or should have been discovered by a reasonably prudent vendor.

f. Contractor shall at all times and in all respects follow best practices and highest industry standards for the Work. Where no specific requirements are given, Contractor shall conform the Work to the latest applicable standards of nationally recognized associations which sponsor the particular type of work involved and provide and install materials that conform to such standards.

g. Contractor shall maintain all records and reports required by this Contract, by law, by best practices, and by industry standards. Immediately upon request from the University, Contractor shall provide access to all such records and reports to the University for review.

6. PERFORMANCE AND RESPONSIBILITY QUALIFICATIONS

The University reserves the right to investigate or inspect at any time whether or not the Work, qualifications or facilities offered by Contractor meet the requirements set forth in this Contract. Contractor shall at all times during the Contract term remain responsible and responsive as such terms are used in applicable State law and regulations. Contractor must be prepared, if requested by the University, to present evidence of legal authority to do business in the State, integrity, experience, ability, prior performance, and organizational and financial capacity. If the University determines that Contractor is not complying with the conditions and terms of this Contract, or that the Work proposed to be furnished does not meet the specified requirements, or that the legal authority, integrity, experience, ability, prior performance, or organization and financial capacity or facilities of the Contractor are not satisfactory, then the University may terminate this Contract.

7. GUARANTEE

a. Contractor guarantees all the Work provided by Contractor against any defect within one (1) year from the date of completion of the Work.

b. All manufacturers' and subcontractors' warranties and guarantees shall run directly to the University as well as to Contractor and its subcontractor(s). Contractor shall obtain all manufacturers' warranties and guarantees in writing in the name of the University and will deliver same to the University.

8. LEGAL COMPLIANCE

a. Contractor represents and warrants that it shall secure all notices and comply with all laws, ordinances, rules and regulations of any governmental entity in conjunction with the performance of its obligations under this Contract. Prior to award and during the Contract term and any renewals thereof, Contractor must establish to the satisfaction of the University that it meets or exceeds all requirements of this Contract and any applicable Laws, including but not limited to, permits, insurance coverage, licensing, and proof of coverage for workers' compensation, and shall provide such proof as required by the University. Failure to comply or failure to provide proof may constitute grounds for the University to cancel or suspend this Contract, in whole or in part, or to take any other action deemed necessary by the University. Contractor also agrees to disclose information and provide affirmations and certifications to comply with Sections 139-j and 139-k of the State Finance Law.

b. Contractor affirms that to the best of Contractor’s knowledge there exists no actual or potential conflict between the Work and Contractor's family, business, or financial interests, or those of any employee of Contractor, and no trustee, officer, or employee of the University, or other director, officer, employee, or person whose salary is payable in whole or in part from the treasury of the City or the State, is directly or indirectly interested in this Contract or in any portion of the profits thereof. Should this situation change during the term of this Contract, Contractor shall promptly notify the University. The University reserves the right in its sole discretion to determine whether any of the interests required to be disclosed under this paragraph 8b shall disqualify Contractor from performing the Work.

c. If there is a conflict between or among any Laws and specific requirements of this Contract, then Contractor shall comply with the most stringent law or requirement in each instance.